The integration of ICT in vehicular environments enables new kinds of application and creates new technological challenges. Dynamic network topology, unreliable network links, and moving terminals make it hard to provide a convincing end user experience. This article introduces the concept of providing trustworthy applications through wireless networks in vehicular environments. A special emphasis will be on how to maintain end users privacy when providing personalized, contextaware services. Therefore, a service taxonomy, enabling middleware technologies, and service enablers are introduced.